Naturally the PR people were quick to obfuscate.The head of regulatory and medical affairs in Europe was quoted thus:
Consumers want the navigation in a grocery environment, where there’s no healthcare professional to assist in the decision-making.I am a consumer. I don't want to be "guided in a grocery environment" when buying pharmaceuticals. I will buy products I know (or, in light of this story, products I think I know) but in any case of doubt, I will ask my friendly local chemist. Who would probably guide me toward the cheapest, generic, form of the appropriate drug.
Nurofen works. I take it myself, about once every two years when I have a headache bad enough to justify taking something for it. But what am I really buying, a product carefully researched and developed to be the best, or an image, lovingly tended and buffed up by "creatives" with long hours spent on choosing the right pantone shade for the logo and the right phrase for the strapline? This link, to a Daily Mail article reviewing various painkillers and showing what is in them, may prove instructive.